Negotiation is one of the most difficult, and in my opinion, poorly understood aspects of the sales process. If there's at least one thing I've learned about leading sales reps, epecially less experiences ones, they do not know how to negotiate effectively. Even if they run a flawless sales process, they give up loads of value after having created so much in everything they did prior. While the customer ultimately gets the better end of this deal, it's not effective for building a business over the long term. Heavy discounting erodes margin and eliminates a business's ability to invest back into their own people, which in turn, limits the quality of the total customer experience.

Over the past decade, companies have invested billions upon billions of dollars in areas such as CRM, Content Marketing, Marketing Automation, Sales Coaching, and other Sales Technologies. In fact, they have spent (or are projected to spend)

Take a look at this landing page. Can you tell what's wrong with it? Well, there are a few things, but the biggest thing that stands out to me is the form on the right hand side itself. So what's wrong?